Strategy study on popularization for Thai Stars on Sina Weibo

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Published: Feb 28, 2018
Keywords:
Thai star Pchy fan club agent social media marketing AISAS model

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Sifeng Zhang
International College, Panyapiwat Institute of Management
Zhimin Tang
International College, Panyapiwat Institute of Management

Abstract

Thai stars are now popular in Chinese TV screens. Some of them use social media to interact with their fans and have created business opportunities. This research studies the case of Pchy (Witwisit Hiranyawonkul), a famous Thai star and her Weibo account (@Pchy_小 P). The quantitate part of the research is based on the AISAS model in social media marketing.  The performance of the Weibo of the Thai star is compared with those of the Chinese stars in terms of "Attention", "Interest", "Search", "Action" and "Share". It is found that the Thai star needs to improve in the stage of "Attention". In the qualitative part of the research, through interview with the star, her agent and fans, ways of improving the Weibo performance are explored in the above mentioned five areas. 

Article Details

How to Cite
Zhang, S., & Tang, Z. (2018). Strategy study on popularization for Thai Stars on Sina Weibo. Journal of International Studies, Prince of Songkla University, 6(1), 122–136. Retrieved from https://so03.tci-thaijo.org/index.php/jis/article/view/113873
Issue
Vol. 6 No. 1 (2016): January - June
Section
Academic Articles

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